ICP is participating at Aprimo Sync! in Nashville on May 15th – 16th and in Barcelona on June 4th – 5th 2019.
We’ll be delighted to meet up with users of Aprimo technology solutions to help them make even better use of the licensed tools in Digital Asset Management and the wider marketing and Creative Operations space.
At both locations, ICP will be presenting on this subject:
People and Process – the Key to Technology Adoption
For a technology program to succeed, it’s important to consider the people involved; their roles and their responsibilities. This presentation will be an introduction to best practice in this area.
Our speakers and delegates in Nashville, 15th – 16th May:
Lindsey Hawkins, Business Director
James Talbott, Global Brand Asset Manager
Our speakers and delegates in Barcelona, 4th – 5th June:
Victor Lebon, CEO, EMA & APAC
Tom Sloan, Marketing Technology Consultant
Click here to register if you’re interested in attending Nashville and here for Barcelona!
ICP will be participating in the world’s largest conference dedicated to Digital Asset Management and Creative Operations; a unique environment to exchange knowledge, share experiences and build long lasting professional networks.
Join us along with 100+ speakers across 70+ sessions covering Metadata, Integration, AI, Automation, Creative Operations, Corporate Archives, Video Workflow, Rights Management, Semantics, Governance and discover the importance of ‘Creative Operations;’ the tools, systems and methods that maximize productivity in the creative process.
Panel: “I think, therefore I DAM”: People, Purpose and Alignment for the Long Term | Thursday 2nd May | 11:20am
This panel, led by Christopher Grakal (CEO Americas), will explore the strategy and tactics that can help drive continued and long-term engagement with DAM. There’s often a tremendous amount of effort spent in the launch phase, and this session will look at the equally important and sometimes different challenges associated with nurturing your DAM as a key ‘always-on’ part of the marketing environment.
Sally Hubbard – Public Broadcasting Service
Mark Smith – Adstream
Stephanie Taubin – Biogen
Michael Weeman – The CocaCola Company
Roundtable: “Dear Operating Model, I’d like to re-introduce you to the DAM and our wider strategy.” | Thursday 2nd May | 14:20pm
This session will be lead by Victor Lebon to discuss the importance of continually aligning DAM working practices to the organization’s wider strategy, taking account of evolving technologies. This process is often well thought-through at the initial launch, but over time can be come misaligned. We will explore a number of common scenarios & share best-practice in overcoming the challenges.
What you can benefit from these conferences?
- Share best practices.
- Meet your community.
- Learn from industry professionals during case study presentations.
- Attend and participate in workshops and interactive panels.
- Network with industry leaders and peers.
Our attendees from ICP:
Christopher Grakal, CEO, Americas
Victor Lebon, CEO, EMEA & APAC
Kathleen Shannon, Brand Asset Manager
Suzanne Peterson, Global Operations Manager
Date & Time:
DAM NY May 2-3, 2019
Creative Operations NY May 2 2019.
Register here for DAM or here for Creative Operations and use our discount code ICP100 for a $100 discount.
We hope to see you there!
By Martin Handyside –
Diwali is the Hindu festival of lights celebrated every year in autumn in the Northern Hemisphere. Check out these photos of our Mumbai team celebrating Diwali together!
Members of Ergo and ICP DAM team
Prashant Devatraj, Director, Business Development and Client Services – South Asia, Ergo India and Aniruddha Mukherjee Manager of the Unilever Asset Bank
Bijur Narvekar ICP Studio Manager and Mohan Nair ICP Digital Developer
By Jing Wang –
On July 25th I arrived in Sydney, Australia with great excitement for my 1-week trip providing face-to-face key user training for a Global Digital Transformation and DAM project on behalf of one of ICP’s clients.
Background of My Trip
As a DAM Change Manager, my colleagues and I are working with a major organisation to help it roll out its digital transformation strategy worldwide. Its DAM system is a starting point and is going to be the single trusted source for all digital assets scaling across brands and markets on a global basis.
The Sydney Harbour Bridge – climbed it and overcame my acrophobia!
What I do as a DAM Change Manager
The DAM rollout project for Australia kicked off this April. Since then, I have been involved in engaging with senior leadership and key stakeholders. This proactive change management approach helped us secure a team of executive sponsors who are committed to spending dedicated time on implementing the digital change. Our experience shows that by enabling ownership up front, a DAM rollout project gets the best results in the end.
Starting on the right foot, I work closely with the market business analysts to support business gap analysis and as-is vs. to-be process mapping, understanding the existing workflows and assessing how the new processes align. For instance, weekly catch up meetings are scheduled to understand the eCommerce business workflow of the Australia market, what are they struggling with on their existing DAM, what are the essential requirements of a new DAM and how the new solution can deliver better transparency and control over upstream partners and downstream e-retailers in a time-efficient manner.
Based on the business analysis, my daily change management work is to gather, plan and prioritise available resources for user, data and asset migration. This migration process is an area where I assess scope volumes vs. time requirements, come up with feasible and flexible approaches of retrieving historical assets from legacy systems, migrating assets along with retaining metadata in the new DAM and on-boarding existing users to ensure the smooth transition between the old and new business and technical processes.
Apart from the above, a key role of a Change Manager is to deliver face-to-face key user training, as well as provide support during market fitness testing (especially when the DAM is being rolled out alongside other integrated systems) and act as the Subject Matter Expert (SME). My training sessions were customised to meet the needs of key users (most of them are from marketing and eCommerce teams) and the specific eCommerce workflows of the Australia market. As a DAM Change Manager, sitting down with influential key users (whose adoption will best enable early success on the DAM) is an invaluable opportunity to gather first hand feedback, to define ongoing user support processes and best practice learnings after the DAM is ‘live’ for Australia. My trip in Australia achieved all of these objectives.
After more than four months since kick-off, the Australia market has officially completed its ‘on-boarding’ phase and stepped into ‘business as usual’, with a brand new and more streamlined end-to-end eCommerce solution.
For a successful DAM, user adoption is not a one-time event. Early adopters can fall away. As the Change Manager is responsible for on-boarding the Australia market from day one, my next agenda is to carry out a smooth hand-over to my colleagues on the Global Librarian team (who provide ongoing user support of the DAM). This will ensure consistent and quality user support throughout the on-boarding, launching and business as usual phases for our client’s Australia eCommerce market.
Acting as ‘Ambassadors’ for our client’s digital transformation and DAM project, we are not there for the glory of launching the DAM, but we do pride ourselves (quietly) in knowing that we help making things work as a whole.